In a blogpost from August 22, Google announced the start of their initiative named 'Privacy SandBox' aiming to develop a set of open standards to enhance privacy on the Internet. Google is suggesting a solution in a form of customised web browsing cookies, and further blocking of the 'fingerprinting' systems. Fingerprinting is a term used to describe the practice of online entities using which they can collect bits of information on users to generate an identifier. That information can then be used to match a user across websites. In fingerprint, users cannot control how their information is collected. Google started a process of formal web standard creation, and this may take time and unified work from many internet actors.